Coverpoint has been working in Portugal for the past five years and has seen first hand the growth in foodservice sophistication in the various centres. One of the most interesting concepts coming out of the country is Go Natural, a chain of 14 units found in shopping centre food courts and Holmes Place leisure clubs.

Go Natural combines freshly prepared food, focusing on salads, soup, sushi, sandwiches, wraps and fresh juices, with a striking and innovative unit design. The modern look may not be to everybody's taste, but the freshness of the unit fit-out complements the food offer and the product merchandising methods.

The market is very different in Portugal, with a traditional emphasis on unwrapped, fresh product, reasonably low cost and volume food. The food courts offer many more choices, much more duplication of product offers and an abundance of bread, sandwiches and soup. Traditional Portuguese food sits happily next door to the 'Golden Arches' and 'Colonel Sanders'.

Go Natural is also one of the first operators to package fresh product, which is unusual in the Portuguese context. The quality of the packaging and presentation is at least as good as a number of UK brands such as Prêt, ITSU, Tossed and Amano, and there is also an inevitable price premium. Like other markets, such as here in the UK, we are seeing a clear differentiation in the product - either offering convenience at a premium or quantity at a competitive price. The brand stands out as a being 'of the moment', reflecting the worldwide foodservice trends for quick service, value for money food, with quality ingredients in stylish environments. Go Natural meets the needs of those consumers seeking individually styled, healthy food 'on the go', a distinct step change from the traditional international and Portuguese fast food offers that dominate most of the country's food courts.

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